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Eddie Yoon is the founder of EDDIEWOULDGROW, a think tank and advisory firm on growth strategy. Prior to that he was a partner at The Cambridge Group where he worked for 18 years, a strategy consulting firm founded in 1975 that specializes in helping CEOs and senior leadership teams within Fortune 1000 corporations drive growth by understanding how to unlock new sources of consumer demand. In the last 5 years, he has helped double numerous businesses-cable media company, food brand, beverage company, pet food brand, consumer robotics, standby generators-from several hundred million to close to a billion dollars. Key Takeaways: [3:40] Regardless of if you are a large company or an up and coming one, many people enter into “growth” with the mindset that it’s a competition, but that strategy rarely has long-term success. [5:19] Why only 1% of companies capture 80% of category growth. [7:34] For category minded growth, a great exercise is to pose a question for yourself within your industry, for example in a mark